Where Brands Become Part of the Conversation
How the activation of the Sella Free collection evolved far beyond a product launch and positioned Salewa as a credible contributor to the discussion about the future of winter sports.
In collaboration with Innsbruck Tourism and the Innsbrucker Verkehrsbetriebe, we organised a 1.5-day press event in Innsbruck and Kühtai in November 2024. The goal was to explore alternative ways of accessing the mountains and to share the vision behind Salewa’s new Sella Free ski touring collection.
To bring the concept to life, we invited journalists and influencers from Germany and Austria to Innsbruck and Kühtai, hosted a press conference aboard an Innsbruck tram, and travelled to Kühtai using public transport. The programme also included a joint educational activity, creating opportunities for exchange and first-hand experiences around the topic.
The event concluded with a panel discussion titled “Winter Sports Between Freedom and Responsibility: Is It Already Too Late for the Climate?”, bringing together different perspectives on the future of mountain sports and sustainable mobility.
Result
- 11 journalists and 5 influencers from Germany and Austria attended the event
- Generated meaningful media discussions that extended beyond the product itself and contributed to a more authentic brand narrative
- Successfully connected product communication with a broader conversation around mobility, responsibility and the future of winter sports
- Extensive print and online coverage with strong editorial value, positioning Salewa as an authentic and credible voice within the discussion
- Additional social media visibility through consumer-facing activation at the Alpinmesse Innsbruck and out-of-home activities throughout the campaign period
- Efficient and cost-effective implementation through strategic partnerships
